The Brazilian company Ipiranga and fashion project Je M'appelle Brazil, formed by Pace, Carnan, Mad Enlatados, Sufgang and Quadro Creations, have joined forces to launch a unique fashion collection, aiming to challenge the negative connotations associated with the term "vira-lata" (stray dog) and embrace Brazilian identity.
The "vira-lata complex" is a psychological term created by the Brazilian writer Nelson Rodrigues. It's a deep-seated feeling of being less than, of not measuring up on a global scale. By reimagining the term "vira-lata," the collaboration seeks to challenge the inferiority complex often associated with Brazilian culture, embracing the traditional concept as a source of pride.
The collaboration between Ipiranga and this collective with six important Brazilian brands is a bold move to showcase the country's creative and cultural landscape internationally. The limited-edition collection features five versatile pieces designed to embody the adaptability and resilience of the country.
From the multi-functional jacket to the comfy t-shirt, each item is inspired by the diverse culture. The color palette, ranging from earthy tones to bold accents, reflects the vibrant spirit of Brazil. Notably, the collection includes a pixelated image of a stray dog, symbolizing this subversion.
Ipiranga has been working to position itself as more than just a fuel company. In Brazilian culture, a gas station is a meeting point, as well as a place of services.
By supporting local creatives and launching this fashion collection, the company wants to connect with a culturally engaged audience. It transcends the meaning of a gas station being a pioneer in creating fashion in this niche. As a result, they are making a statement about the power of fashion to challenge stereotypes and promote positive cultural change.
To learn more about the collection follow Iprianga on Instagram at @Ipiranga.
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